FROM IDENTITY TO DESIGN: THE POWER OF BRAND ETHOS

 

Branding doesn’t only belong in the marketing world, it is an integral part of the storytelling and growth of a brand, and there is nothing that conveys this story more than a physical space. I've always maintained an understanding of the crucial role branding plays in the success of a design—a connection that has carried through from my years in marketing before following my passion as an interior designer. In this post, we will go over a few ideas and tips to ensure the brand ethos is developed and maintained when designing a space.

When beginning a new design, we always start by getting to know the brand or client inside out – understanding what makes them tick, their dreams, and, of course, their quirks (because, let's be honest, we've all got 'em!). This deep dive is the only way to craft a design that hits all the sweet spots; looking good, feeling authentic, and being functional.

For all brands we work with, we love exploring their story, reviewing their offering and exploring their past design choices – everything from how they set up their stores (for more established brands) to the colors and fonts in their logo. But here's the thing: it's not about copying and pasting; it's about finding that special something, let’s call it a thread, that will form the starting point of a design.

The most important thing to note here, is that authenticity doesn’t require a long history or a brand that is 100’s of years old, the key lies in identifying and defining or developing an element that resonates as part of their identity.

Now, let's get into some of our projects, and how we discover and weave their ethos into our designs and spaces.

Image: Sarabeth’s by Sakina Kara Design

SARABETH’S RESTAURANT DUBAI

For Sarabeth’s Restaurants, the heritage was evident right from the beginning—the unmistakable New York heritage. The recurring ideas for the space were a 1920s aesthetic, we loved the idea of a classic chequered floor, but they had to be included in a way that paid homage to the reference but was fitting for the UAE location and it’s modernity.

And so, we scaled the marble slabs up and laid the floor diagonally. This did two things, worked beautifully in enhancing the small space by using scale to magnify and give the illusion of a larger space and ticked the box for honouring a key design reference point – the ‘thread’.

Image: Sarabeth’s by Sakina Kara Design

GLASSWARE DESIGNER, FLORENCE, ITALY

When working on a concept for a new glassware brand, the freedom of creative expression was greater as it was a new brand and the client was very open to creative expression!

The design thread we wanted to develop here was all about transparency, taking the reference from glass itself.

The final design was a fully monochromatic space, featuring varied shades and textures of teal green. The choice allowed for reflection and refraction through the glass and created a beautifully immersive experience for visitors. Using one, singular hue also meant that each of the artist's glass pieces was displayed without interruption.

Image: Bar Lab Concept by Sakina Kara Design

MAINTAINING A FOCUS ON THE CLIENT'S BUSINESS

As designers, we place a central emphasis on both aesthetics and functionality, while this of course is important for most clients the other primary focus for them will be their offering. In our view, the most innovative and brilliant designs seamlessly marry these elements, in a way that feels effortlessly. Let’s be real, it never just falls into place, but to create this synergy, the offering must be considered at an early stage of the design process.

In our design for Sarabeth’s, the elements of design were curves and brass. The product is showcased to highlight each offering whilst the design of the showcase hits the design elements.

Image: Sarabeth’s by Sakina Kara Design

While it’s great to look back in history for inspiration, combining that inspiration with fresh ideas, modern craftsmanship, and innovative materials can create a space filled with visual interest.

The client has hired you for a reason, so always ensure you are using your design sensibility and incorporating modernity into the design. This can be in the form of sustainability of materials available to you, or the craftsmanship involved in producing a piece.

UNLOCKING THE POWER OF BRAND ETHOS IN DESIGN

We've explored the essence of brand ethos and how it serves as a guiding thread in our design process. Now, it's your turn to embark on a design journey that authentically reflects your brand's identity. Whether you're an established business or a budding startup, the essence of who you are should shine through every corner of your space. If you're ready to embark on a journey of design that truly reflects your brand's identity, we invite you to book a complimentary consultation with us. Let's bring your ethos to life and make your space a testament to your unique story.